What your font choice and branding says about your business

Previously, I wrote about the psychology behind design, and a brief part of this was about fonts and typography. Today’s blog expands on this subject, as a font can say a lot about your business. Whether it’s the logo on your website, or a large shop front sign on the high street, it is often the first thing a potential customer will see of your business.

As mentioned in the previous blog, this all comes down to psychology; what do you want your branding to say about your business? Those that know me will know I have a particular aversion to one certain classic font who shall remain nameless. Actually, no it won’t, it’s Comic Sans. It deserves to be named and shamed because it’s a horrible font and should not never be used. The reason for this, you will hopefully understand by the end of this blog. For the record, a good “brand” is way more than just a font – but that will be another blog.

Fonts represent different characters and can tell the end user a lot about the company at hand. For example, let’s have a look at the logos for Disney and HSBC.

Both companies are very large corporations, but both have a very different commercial output. HSBC, as a banking corporation, needs to be portrayed as a serious and reliable business built on stability and trust. Disney, on the other hand, needs to portray fun, friendly and a family orientated image. Both of these logos serve those purposes perfectly. HSBC uses solid capitals in a serif font, whereas Disney has loops and swirls and a ‘fun’ dot above the ‘I’. Imagine if HSBC tried to be ‘fun’ and Disney tried to be corporate?

The less said about these, the better. They simply don’t work. Font choice is not as simple as choosing one you like (no one should like chalkboard though, by the way), you have to consider the voice, tone and nature of your company.

A good logo design is imperative. A high quality, well thought out logo will always work better than one that has been chucked together without thought. For example, have you ever noticed the arrow in the Fed-Ex logo, the ‘A to Z’ in the Amazon logo or the Spartan in the… well, Spartan logo? The logo speaks for the nature of the business and users may psychologically pick up on this aspect, not just read the company name.

On the other hand, who says a good logo needs words at all? I’m sure you’ll all recognise these two brands, but that’s for another blog entirely!

To give another example of how a business’ image can be affected by the logo font choice, I’ve created a fictional coffee company called ‘Espresso Delights’. In this example, Espresso Delights are a young coffee company, offering up great espresso. The new generation of coffee lovers is seen to be quite hipster, so they may want to try and appeal to that audience. For this ‘workshop’, if you will, I’ve created this contact sheet of potential logos. Some, I have designed to look nice, some I have deliberately made to look horrible (in my opinion). In the comments, it would be interesting to hear what you think looks good or not.

So firstly, let me discuss some of the worst offenders. At the top of that list is, of course, Comic Sans. Comic Sans makes the logo look cheap, childish and more like a roadside truck stop than a sophisticated and modern establishment. The same could be said for Lucida Calligraphy Italic. Lucida Blackletter makes it look like a medieval script. Whilst the middle ages look doesn’t work for this, it doesn’t mean it is a ‘bad’ font, just not right for the job. Stencil is also not great as it looks too serious, almost military like. However, if the shop in question was decorated with rustic exported coffee boxes and bags with the logo stencilled on, it might just work, but maybe with a different company name. ‘Espresso Delights’, as a brand name, offers up some elegance, which should be taken into consideration. On that note, the italic fonts like Sign Painter, Savoy LET CC and Snell Roundhead Bold look OK, but for me, all too ‘mid 90’s cafe in a shopping centre’.

From this list, for me, there are four that stand out as decent. Namely ‘Pacifico’, ‘System font light’, ‘STHeiti’ and ‘Avenir Next Condensed’. Pacifico is a modern, fresh, fun font that says relaxed. The only reason that I don’t like it for this is that the coffee cup looks unbalanced. For me, the winning choice would have to be STHeiti. It is clean, clear and modern and portrays everything that it needs to for this particular coffee company.

Evolving over time

The last thing to consider when choosing fonts and designing a logo is that something that worked once, might not work now. There’s a reason so many companies update their logos; it is important to stay relevant in the current climate. This applies not just for your logo, but also for your company’s voice and tone, website, social output and product base.

Take a look at how the Pepsi logo developed over time.

They’ve had a few other logos, but I’ve used a select few to show the general progression. Pepsi have consistently modernised, and logos that may have looked ‘cool’ or fitted the target market at the time now look dated or even vintage. Pepsi were also early adopters to the idea of a symbol making up part of the logo. Nowadays, you can see the red, white and blue circle and know that it is Pepsi, even without the text. How many other companies, aside from Apple, Twitter and Pepsi already mentioned, can this apply for? Nike, Adidas, McDonalds, Android and even the Rolling Stones to name but a few.

So, to summarise, your font choices can really affect the mind-set of your target audience. I have focused this blog specifically towards logos, but the same sort of rules apply for anything with a headline. Font choice is equally important throughout your website and I may well do another blog on that subject in time. Generally, you will just need a clean, readable and modern web-friendly font nowadays, but there’s a reason why many thousands of fonts exist, because they all have a place somewhere in the market… except for Comic Sans. To end, one last example: I very quickly put together two logos for a fictional fruit shop: which one would you be more likely to shop at?

I say quick, because good logos and good branding take time, thought effort and a lot more than just a font.

If you would like help with re-branding or a new logo, speak with Sellerdeck now about Sellerdeck Ignite.

Kieran Smith

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Lottie Jackson-Eeles

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Lynden Singh

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Justin Taylor

I joined Sellerdeck in 2017 after 10 years as an E-commerce Manager running multi-channel online retail stores. It’s this experience which led me to join Sellerdeck. As the E-commerce Partnership Manager, my focus is on the success of our customers. I work with the teams at Sellerdeck to pull-together the best that we can offer, which has a strategic and positive impact on our customers.

Outside of work, I love to travel and have a large extended family dotted around the globe.

Peter Turner

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Josh Barling

I joined Sellerdeck in 2009, before the iPad even existed, and it was fascinating to be involved in an industry that was going through world changing events. Prior to Sellerdeck I completed an apprenticeship in Civil Engineering, where I was self-taught on AutoCAD to design structural drawings and 3d models.

After eight years in the company and towards the end of 2016, I wanted more perspective and exposure from other businesses, so I left to join a digital marketing agency who focused on technical SEO.

But I couldn’t stay away and in August of 2017 I was given the opportunity and privilege of being Sellerdeck’s CEO.

The company and its employees all share a set of strong values which is evident with every person you engage with. This is what I most admire of Sellerdeck and the people within the business.

Outside of work, my life revolves around the people I love and playing or watching as much football as I can.

Why Choose Sellerdeck?

In an online world filled with an abundance of E-commerce companies, marketing agencies and one-stop solutions, the big question is: Who do you choose?

Well, we here at Sellerdeck like to think that we can be the perfect fit for your company. Why? Because we’ve been doing it since 1996. Sellerdeck almost single handedly changed the face of E-Commerce in the UK with our easy to use Desktop E-Commerce Solution. Every business has to evolve and we’re no different. A name change, a re-branding and a lot of code later and here we are. Not only can we design, build, host and market your e-commerce business, we can work closely with you to become your e-commerce partner.

Just look at the growth of a site like Clubhouse Golf, breaking through a closed golf market to see how partnership has helped them.

Multi-user option for catalogue management and order processing (up to 4 users)

Multi-user option for catalogue management and order processing (4+ users)

Manage user access to assign user roles and responsibilities

Site selection on start up

Claire Lupton

I have worked in Marketing and Communications for over 15 years and I could not imagine working in another job!

I’ve worked in lots of different industries and in recent years have specialised in digital marketing for technology and website companies. Alongside heading up the Ignite digital marketing team, I also manage the marketing for Sellerdeck. The best part of my job at Sellerdeck is working with the customers to help them create and achieve their marketing objectives. I work with a great team and all marketing projects start with a team brainstorm over a cup of tea, we allocate the different tasks, ranging from email marketing, social media, blogging, advertising and offline campaigns to the relevant person. I love the variety where every day is different.

My special object is Hugo (hedgehogs are my favorite animal), he was a gift a long time ago from my parents and he goes everywhere (within reason) with me.

Postcode Anywhere

By using Postcode Lookup on your website, you’ll be able to streamline your checkout process and reduce your cart abandonment rate, with your customers addresses filled automatically upon entering their postcode. Postcode Lookup is fully integrated with Sellerdeck and supported by our in house Technical Support team.

GFS

Sellerdeck has partnered with Global Freight Solutions to give you access to delivery carriers which have previously only been available to large volume shippers and your clients will be able to track packets and parcels with the option of using SMS and email notifications. GFS also offers Integrated Labelling which automates the printing of shipping labels, straight from Sellerdeck.

eBay

We’ve partnered with eBay to bring you our eBay order management tool, which allows you to import all of your eBay orders into Sellerdeck and process everything in one place! With a host of benefits, including updated stock records and automatic status emails sent your customers, check out our eBay extension today!

PayPal

We are proud to say that as a partner of Sellerdeck, PayPal is fully integrated with Sellerdeck Desktop. PayPal is a fast and secure way to process online payments and accepts all major credit and debit cards as well as allowing your customers to pay with their PayPal accounts.

With over 20 million accounts in the UK and over 140 million worldwide and a range of affordable products to suit your business needs, contact them today to get set up with one of the global leaders in Online Payments.

Feefo Feedback Service

Feefo’s feedback service allows you to request feedback from your customers after they’ve purchased from your online store, ensuring that all of your feedback is 100% genuine. Your reviews are automatically sent to Google, enriching your website content and can increase your conversion rates by up to 17%!

With research suggesting that 92% of consumers now read online reviews before making a purchase, there’s no better time to sign up to the Feefo Feedback Service!

Site Management

Control multiple websites and stores from one Administration Panel with ability to share as much or as little information as needed.

Administration Permission System Roles and Users.

Web Services API for easy integration between Magento and any third-party application.

Govindaraj Poosamani

Having worked in Web and Graphic design for 9 years, I am now a Senior User Interface Designer at Sellerdeck, working on both the design and development of Sellerdeck Cloud and Desktop Projects.

What I love about working at Sellerdeck is that I get to use my core skills as a developer and designer every day and for me great design is simple, pragmatic and efficient.

When I’m not working I love spending time with my family and chilling out.

Zsolt Rethy

When I graduated in 1999 I was already working as a developer for a German-Hungarian company developing automation software for warehouses.

I joined Sellerdeck in 2000 as a home-based developer, and in 2004 I completed a PhD in engineering. Since joining I have been in various roles but most of the time I have been doing C++ and Perl coding. My area of specialization is online payment systems.

Outside of work I enjoy spending time with my family.

Krithika Chandrasekaran

Having worked in customer service for several years, I joined Sellerdeck in 2004 as a Customer Service Executive. I’ve had varied roles at Sellerdeck and I’m now the QA Manager. The change in roles has given me the opportunity to learn and develop both professionally and personally.

What I enjoy most about working at Sellerdeck is being able to work with the talented, wonderful people throughout my 12 years. The comfort I feel in communicating and reaching out to anyone, that the geographical distance doesn’t seem to be an impediment most of the time!

I am a die hard foodie and an avid food blogger and reviewer, which combines my love of food, photography and social media! I’ve also just discovered a passion for making quilled and silk-thread jewellery.

Jawahar Jeyeraman

I started my career in Information Technology after completing my Engineering Degree in Computer Science in the year 2004 from Manonmaniam Sundaranar University.

I joined Sellerdeck in 2010 as a Senior Developer working on Sellerdeck Desktop. Today, as a Cloud Delivery Lead, I am responsible for various development, migration & deployment activities of cloud projects and resourcing. Sellerdeck has given me the opportunity to work with technology experts and gives me the space to grow and achieve my goals.

I enjoy spending time with my family, my daughter adds more joy to my life and I try to spend as much time as I can with her. I also enjoy programming, learning and trying new technologies and ideas. I love listening to music and reading biographies of the rich and famous.

Chris Dicken

As Delivery Manager at Sellerdeck, my role is to make sure that the Cloud and Desktop projects that Sellerdeck delivers all look good, work well and are delivered on time.

I have almost 20 years’ experience working in the E-commerce sector and during that time I have worked on sites for businesses as diverse as the Royal Opera House and Ample Bosom bras. I love the challenge of trying to balance great design, excellent technology, fantastic user experiences and efficient logistics.

When I’m not beavering away on online shops, I love playing my trombone in my wind band, and watching films – especially anything by Studio Ghibli.

Bruce Townsend

Before joining Sellerdeck, I worked as an entomologist at the Natural History Museum in London, pursuing a long-held interest in wildlife. A few years in the voluntary sector followed, including 3 years managing communications for an international HIV/AIDS charity.

After joining Sellerdeck in 2000 I specialised in online marketing and search engine optimisation and then moved to product management in late 2008. I really enjoy the friendly team atmosphere at Sellerdeck.

Outside of work I enjoy being outdoors, taking photographs or watching TV with my feet up and spending time with my wife, 3 daughters and 5 grandchildren.

Karsten Panning

After completing a HND in Information Technology and Design at Brunel University, I went on to work at Surrey County Council, where I was the go-to IT person for all 84 councillors and Senior Directors.

I’ve been at Sellerdeck for just over a year in the Technical Support team as an Analyst for the Desktop Applications team. I thoroughly enjoy my role as I enjoy dealing with customers, helping to resolve their issues and I work with a great team!

In my spare time I enjoy cycling and going on long walks. I also enjoy fly fishing, particularly for trout and salmon. My biggest Salmon so far has been a 25lb chinook salmon which I caught in Vancouver Island in Canada.

David Dennington

I’ve been working at Sellerdeck for the last two years in the Sales department. My role has developed from a Junior Sales Executive to dealing with clients on a more regular basis and helping them to grow their online presence.

The most interesting element of the job has been watching one of the fastest growing industries in history grow even further. My favorite thing about Sellerdeck is the collaboration between departments, helping to solve problems, deliver projects and improve the business. Everyone here is always willing to help each other out!

Outside of work I enjoy playing tennis, producing/playing music and consuming lasagne!

Lornette Valentine

Before I worked at Sellerdeck, I was primarily a print designer.I moved into web design,as for me, it was the next progressive thing to improve my skills.

I love the projects here, as there is such a variety. One day I could be doing a logo for a Teddy Bear company, the next, I’m sorting out re-branding for Cuban Cigars.

In my spare time, I like to dine out and drink nice wine. However, I am more than happy in my onesie, on the sofa, watching any old trash on the telly!

Rahima Zahir

After completing my degree in Information systems at Kingston University, I started working as a Technical support analyst at Sellerdeck and I now work as a Technical Support Coordinator. My role includes, providing 2nd line support on the eCommerce software and coordinating the support department which includes monitoring service as well as support. Working at Sellerdeck enables me to increase my skills, I am learning something new every day!

Outside of work I enjoy reading books, one of my favorite includes The Kite Runner. I also like watching cricket and love spending time with my family.

Mark Ballett

After studying Geology at Durham University and getting an MBA from Warwick Business School, I have gone on to manage a wide range of businesses in varied sectors.

I joined Sellerdeck as Chairman in 2015, working closely with our MD Phil to develop the strategy of the business to keep our business growing. I also work as part of the Evolve team, which involves working with Sellerdeck customers to evolve their businesses and move them onto the next stage of development and ultimately help them grow into a successful E-commerce business!

In my spare time, I enjoy sailing and walking in the rain, preferably on a beach in the winter. I am also addicted to reading, mostly fiction.

Katie Griffin

After studying English at university, I joined Sellerdeck in 2014, starting out as the Sales Administrator. More recently, I have moved into the Marketing team, primarily working on marketing for Sellerdeck, including writing our email campaigns and helping to organise Sellerdeck events.

What I love most about working at Sellerdeck is that I get to put my creative writing skills developed at University to good use in our Marketing materials.

When I’m not working, I spend most my time in London and I enjoy seeing friends, eating out and the occasional glass of wine at the pub!

Hugh Gibson

After getting a 1st Class Honours degree in Computer Science at ANU (Canberra) I worked for various companies in the UK. I started working with both hardware and software, but eventually turned to software and have been developing applications for Windows since version 2. I’ve been involved with Sellerdeck from the very early days; took a break for a while but returned in 2011.

I’ve been Chief Technical Officer since 2012. I enjoy taking the long view on projects, but also love coding. Making things faster is particularly satisfying.

I currently telework at Sellerdeck, so I get to walk in the Lake District at weekends as I live close by.

Phil Rothwell

After I completed my engineering degree at Birmingham University, my first job was developing and deploying CADCAM systems into engineering companies. From various journalism and editorial roles at specialist IT magazines, I went on to join Sellerdeck in 1997.

Today as MD of Sellerdeck, I am responsible for running the company and ultimately have to make the key decisions.It’s great working with people who are similarly enthusiastic about E-commerce, online marketing and digital analytics and helping Sellerdeck customers to grow their businesses.

I enjoy chilling out with my family and I am also a keen cyclist. I also enjoy programming and data analysis, which I guess makes me a bit of a nerd as well.

Oliver Pennack

After gaining a double diploma in IT from college, I joined Sellerdeck in 2016 as part of the 1st Line Customer support team and I’ve recently started as a Sales Technical Analyst.

What I love about working at Sellerdeck is the team spirit, we always have smiles on our faces as we enjoy the work that we do.

When I’m not at work I enjoy sailing on our family boat which we take out every other weekend and hit the channel. I also enjoy cycling, riding my bike to work every morning!

Steve Wardell

I have a degree in Information Systems and Computer Science. Before joining the Sellerdeck family, I worked in Supply Chain systems for various companies in different management and client facing roles.

I’ve worked for Sellerdeck since 2005 as Services Manager, responsible for our hosting and payments services. I also play a role in our various client projects and internal systems projects.

In my spare time, I am a keen photographer and GT sports car racing enthusiast. I ride a mountain bike, trying not to get myself killed. I’m also a keen amateur weather forecaster and astronomer.

I’m married with four kids, 2 boys and 2 girls, who happily take up the rest of my time.

Tim Pritchard

I work in the Ignite department for Sellerdeck, focusing on e-mail marketing, content creation and data analysis. I started adult life as a musician and joined the long list of ‘nearly made its’ in my mid-twenties. I subsequently worked incredibly hard to get where I am now and I’m proud to call myself an expert in E-commerce.

Away from work I am a comedy loving space nerd (thus the Buzz Aldrin Simpsons figurine) and English Heritage member. I have dabbled in stand-up comedy and written a few short films. I am also an actor with an ‘Official Selection’ award from a film festival in LA!